Screenvision and Verizon Wireless are getting together later this month to test an audience survey technology together, in 10 US cities. The idea is to encourage movie-goers to text message votes about their favorite music to the screen, where they'll see the results tallied (amidst the rolling series of pre-show advertisements.)
News of the deal is here
If you're at a theater that's showing pre-show ads, I suppose it can't hurt to have more to do than just sitting there passively...though I do worry that this will make it seem OK to be text-messaging *during* the movie.
Labels: advertising, digital cinema, mobile phones, Screenvision, text messaging, Verizon Wireless